Create a separate identity. Customers don’t buy a Lexus because it’s made by Toyota. Customers buy a Lexus in spite of the fact that it’s made by Toyota.

The wrong direction.

Which had more credibility?

Two different species. Orito Guineo

Brands are built with a blaze of publicity or PR. The law of public relations. Brands are built with a blaze of publicity or PR.

After 9 years of PR only . . . USA Today, April 29, 2002.

Viagra case history. Publicity – Branding.

PR is the nail.

Advertising is the hammer.